I've eaten bread all over the country and in Europe, and this has the best bread I have found, so if your idea of great bread is the soft, white stuff pumped full of air, then go ahead and by that stuff at any Walmart. My wife and I, however, drive from Idaho Falls and pick up loaves of bread that we place in our freezer. And all of it is fantastic. And their German Rye is like what I remember in Germany. That's what makes it so much fun. Don't forget the Weihnachtstollen at Christmas either.